Expert advise – How to perfect a window display
04-07-2005
‘Windows of
Branded Windows
‘People forget how fast you did a job, but they remember how well you did it’
The High Street at the moment is a wash with sale signs & desperate retailers trying to slash prices on goods. Whilst the consumer feels happy with their bargains the retailer ultimately suffers as they keep their stock badly merchandised and forget about the window displays, as a retailer now you can not afford to take your foot of the gas regarding promotions & branded windows in favour of sale.
Over the years I have worked with many High Street Independents and Multiples, and one of the hardest challenges faced as a merchandiser is to keep the interest going with the stock, by creating stories and ultimately trying to keep both the retailer and wholesaler happy.
This is always a challenge when the retailer stocks more then one brand within the store, each brand wants a promotional/branded window and premier space within the store as they ultimately want the most units sold, and become the no 1 label with consumers.
The Sales Reps & Agents for the brand sell hard at the beginning of the season, but tend to forget about mid season unless there has been direction given from the wholesaler to promote certain products, so the retailer can be left to their own devices on direction with placement of stock, something I have witnessed first hand. If they are lucky enough to be visited by a Visual Merchandiser from the brand they are stocking they will feel more supported and will be given POS and marketing for promotions and extra products to have a whole window to one brand.
Without direction the retailers can unwillingly damage the brand they are stocking, but placing the collections in bad selling areas or worse splitting the range up and mixing in with another brand!.
POINTS TO REMEMBER: Branded/Promotional Windows
- When given direction from the Sales Rep or Agent that a promotion will be happening, make sure that you have enough stock to support it.
- Will there be any special POS or marketing/props?
- How long will the promotion last?
- What’s the incentive for sales staff to promote the brand?
- Does the Sales Rep/Agent need any sell out figures, best and slow movers for the brand?
- Is this promotion sale or return with the stock?
- What will this promotion do for me as a retailer?
Remember that the Sales Rep/Agent is your best friend and the eyes and ears of what’s selling well with other retailers in your area, and what new brands to introduce to your shop. So keep them happy! A good Sales Rep/Agent is worth their weight in gold and can really help an Independent stay in business.
Written by Paula Arkell Retail Consultant
